中国邮政储蓄银行品牌文化的构建障碍及其对策

On the obstacles and solutions of constructing the brand culture of the China Postal Savings Bank

以文化锻造品牌,是现代品牌管理的核心内容之一,对于近期开业的中国邮政储蓄银行来说,开展品牌文化构建工作更有其必要性。本文分析了中国邮政储蓄银行品牌文化构建的障碍及其原因,并从进行差异化品牌文化定位以及整合品牌文化资源等方面提出构建品牌文化的对策。

Forging brand by culture is considered as one of the core contents of brand management in modem times. As for China Postal Savings Bank which was approved of starting business not long ago, it is very necessary to carry on the work to construct the brand culture. The paper analyzes the obstacles to construct the brand culture of China Postal Savings Bank and the reasons thereof, and poses some solutions in several aspects, such as the orientation of different brand cultures, the integration of brand culture resource.